There's no shortage of blood, sweat and tears in Under Armour's gritty new campaign
Lindsey Vonn, Cam Newton, Misty Copeland and more appear in latest Droga5 spots
Editor's Pick
The latest Under Armour campaign sets out us to show the raw reality of training, complete with blood, pain and exhaustion on the faces of several well-known elite athletes.
Lindsey Vonn, Misty Copeland, Anthony Joshua, Jordan Spieth and Cam Newton are among the Under Amour spokesperson athletes appearing in the campaign by Droga5, and in the anthem film, directed by Jodeb via Prettybird, we see them at their least glamorous--training in the snow and rain or in sweaty gyms, bruised and bloody, gasping in pain.
In addition to the main film, several vignettes pair unexpected athletes together to show viewers raw moments that highlight the commonalities of training. The collection of films is set to the soundtrack "You Can Make It If You Try’," by Gene Allison.
Underlining this theme of different sports but same grit, the tagline of the campaign is "Will Makes Us Family." It's all to promote the brand's latest line of Training gear, which includes sub-brands Perpetual, Vanish, Weather Protection and the latest Misty Copeland signature collection.
The campaign bows following Under Armour's appointment of a new CMO, fashion vet Alessandro de Pestel, who moved from PVH-owned Tommy Hilfiger. He joined the company following the unexpected resignation of Senior VP of Brand Management Adrienne Lofton two months ago and replaces its former CMO Andrew Donkin, who departed in November after a 15-month stint.
Credits
- Date
- Sep 27, 2018
- Client :
- Under Armour
- Agency :
- Droga5
- Creative Chairman :
- David Droga
- Chief Creative Officer :
- Neil Heymann
- Executive Creative Director :
- Tim Gordon
- Creative Director :
- Ray Smiling
- Copywriter :
- Stephen Shocket
- Art Director :
- Patrick Horton
- Design Director :
- Nate Moore
- Senior Designer :
- Jaymes Barone
- Senior Project Manager :
- Lara Yegenoglu
- Chief Creation Officer :
- Sally-Ann Dale
- Director of Film Production :
- Jesse Brihn
- Executive Producer, Film :
- Kyle Wright
- Executive Producer, Film :
- Carole McCarty
- Producer, Film :
- Nathan Pardee
- Associate Producer, Film :
- Taylor Donaldson
- Music Supervisor :
- Mike Ladman
- Director of Business Affairs :
- Jocelyn Howard
- Business Affairs Manager :
- Daniella Vargas
- Talent Manager :
- Dino Spanakis
- Global Chief Strategy Officer :
- Jonny Bauer
- Co-Head of Strategy :
- Harry Roman-Torres
- Group Strategy Director :
- Will Davie
- Senior Strategist :
- Sarah Garman
- Chief Media Officer :
- Colleen Leddy
- Group Communications Strategy Director :
- Dominic Poynter
- Senior Communications Strategist :
- Kathryn Ruocco
- Senior Data Strategist :
- Joshua Gordon
- Head of Account Management :
- Dan Gonda
- Group Account Director :
- Alex Woods
- Account Director :
- Ashton Atlas
- Account Supervisor :
- Megan Haggerty
- Legal :
- Sarah Fox
- CEO & Founder :
- Kevin Plank
- President & Chief Operating Officer :
- Patrik Frisk
- Head of Global Brand Management :
- Attica Jacques
- Executive Creative Director :
- Timothy Parkinson
- Senior Chief of Staff, Global Brand Management :
- Elise Conway
- Lead, Global Brand Management :
- Kristen Ensor
- Campaign Manager, Global Marketing Operations :
- Eleni Polites
- Director, Category Marketing - Men’s Train :
- Stephen Perkins
- Manager, Category Marketing - Men’s Train :
- Sarah Magnuson
- Associate Brand Manager - Women’s :
- Kayla Santos
- Senior Manager, Global Brand Management :
- Cate Goytisolo
- VP, Global Brand Creative :
- Brian Boring
- Director, Photography :
- James Michelfelder
- Creative Director :
- Kristian Espinosa
- Art Director :
- Jason Lehigh
- Senior Copywriter :
- Josh Sadowsky
- SVP, Digital Marketing, Media & Business Development :
- Jim Mollica
- Senior Director, Social Media Strategy :
- Jack Daley
- Senior Director, Global Media :
- Kelly McArdle
- Lead, Integrated Communications Planning :
- Michelle West
- SVP, Global Communications :
- Diane Pelkey
- Director, Global Communications :
- Erin Wendell
- VP, North America Marketing :
- Courtney Carlson
- Senior Marketing Director, Under Armour Europe :
- Paul Nugent
- Production Company :
- PRETTYBIRD
- Director :
- Jodeb
- Director :
- Copeland
- Director :
- Jordan Spieth
- Director of Photography :
- Mike Ragen
- Director of Photography :
- Evan Prosofsky
- Executive Producer :
- Suzanne Hargrove
- Director of Production :
- Tracy Hauser
- Producer :
- Dennis Beier
- Production Company :
- Believe Media
- Director :
- Michel + Nico
- Director of Photography :
- Fredrik Backar
- Executive Producer :
- Liz Silver
- Executive Producer :
- Luke Thornton
- Executive Producer :
- James Covill
- Head of Production :
- Vitaly Koshman
- Producer :
- Luke Tilbury
- Editorial :
- Exile Editorial
- Editor :
- Max Koepke
- Assistant Editor :
- Mitch Goldberg
- Executive Producer :
- Sasha Hirschfeld
- Producer :
- Gwynne Evans Reid
- Associate Producer :
- Charlotte Delon
- Post Production :
- Method
- Executive Producer :
- Angela Lupo
- VFX Producer :
- Robert Holland
- VFX Coordinator :
- Tamriko Barda
- VFX Coordinator :
- Kyle Fader
- Lead Flame Artist :
- Tom McCullough
- Flame Artist :
- Chris Hunt
- Color Company :
- CO3
- Colorist :
- Sophie Borup
- Colorist :
- Kath Raisch
- Color Producer :
- Alexandra Lubrano
- Song :
- “You Can Make It If You Try”
- Composer :
- Gene Allison
- Sound Company :
- Heard City
- Mixer :
- Jeremy Siegel
- Sound Designer :
- Jeremy Siegel
- Assistant Mixer :
- Ronnie Stapleton
- Executive Producer :
- Jackie James
Need a credit fix? Contact the Creativity Editors
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